What Is Event Tracking In Google Analytics?


Hello. This video is about event tracking
within Google Analytics. Event tracking is used to send extra information
of your choice into a Google Analytics report to enable you to understand
a bit better what’s going on on-page, what users are doing, and some important
information that you find relevant. Event tracking can be used for a whole manner
of different things. I’m going to cover some examples. But first, let
me break down how event tracking works. This is the sort of code that you might see
when event tracking is implemented. Let me start at the beginning.
We’ve got “onClick.” So this example is used when you want to track somebody
clicking something on the site. So we put the whole piece of code with
an “onClick” function. The “gaq.push” bit puts the data into Analytics,
so that’s quite essential. And then we’ve got “trackEvent” to say this data
is for event tracking. You might see other variations of this for things
like “trackPageViews”. So we’ve got “trackEvent,” and then we’ve
got the specific information relevant to the event. So we’ve got three
separate sections here. We have got the category and the action. These two
are essential. So they’re not optional. Then we’ve got label. Label is optional,
and you can put whatever you like in there. Then we have value. This
is also optional, and it doesn’t have to be a numerical value. It could
be a score. It could be any sort of number. I’ll cover some examples.
But just think of that as a number. Then we’ve got the final part, which I’ve
put “true” up here. Basically, this final part is to state whether or not
you want the event triggering to actually count towards your bounce rate or
not. So events fire when something happens on the page. If you have
something happening on the page and you don’t want it to impact the bounce
rate, then you put the word “true” on the end of this. By default, without
that, it would automatically affect your bounce rate. So somebody triggering
an event would automatically mean that they have interacted
with your site, thus they have not bounced. So that’s how it works. We’ve got the two
essential items and then the three optional pieces of information. What
these then do is fire the data over to the events report, which is found
under the Content section in Google Analytics, and this allows you to get
that information in there. So you basically put the data in. You put in
what you want your category to be called, your action, your label, and your
value. All of that you put in. You choose what you want it to say. So what you need to be doing when you’re thinking
about using event tracking is to come up with a naming convention
or a structure so that everything fits within sort of a regular pattern.
You expect all your actions to actually mean what happened, and
then the category to come break that down further. Because when you come to
look at the data in Google Analytics, you’re going to want to be able
to break it down and say, “Well, everything within this category, I want to
know the total of what happened.” But then also you want to know,
“Well, how many times did this specific action happen?” So by using a good
naming convention, you can then put that data together and break it down how
you want it to once the data is in Google Analytics. So what do we use it for? Let’s start with
some examples. The simplest form, I’ve basically explained already – onClick.
When somebody clicks something, we want it to trigger an event.
We might be tracking things like PDF downloads. We might also be tracking people
clicking on external links. It could be internal links. It could be your
adverts as well. It could be any kind of link. So we’ve got PDFs, links,
ads. They could be tracking clicking on social buttons. They could also
be clicking an “Add to Basket” button, for example. Then you can also track clicks on things to
external services. So if you’ve got a live chat function on your site, you
might want to track clicks on the live chat button that opens the new window
for somebody to have a chat in. Then we can also expand that and take it to
things like videos. We know when somebody clicks the Play button that
they’re playing something. So if we were to track videos, we could track Play,
we could track Stop, we could track Pause. Probably fallen off the bottom
of the video there, but don’t worry. We can also track things like the duration
watched. So if somebody watches your video, they press Play, and then
10 seconds later they hit Pause, we can then record that value. We can
record the time in seconds, and so we can capture the duration. That brings us on to other durations and things
like that, that we can track. So there’s some on-page functionality
that can be tracked. It’s things like the duration of a visit. Now,
this is duration as timed by yourself rather than Google Analytics, or
whatever value you choose to put in there. We can also look at scroll reach. So that’s
how far down a page somebody actually managed to scroll before they left
the page or when they went up. So the furthest point down that they went.
This is particularly important for things like blog post bounce rate. If
your blog posts are seeing a really high bounce rate of 80%, and you think,
“Well, nobody’s doing anything. They’re just looking at the blog
post,” well, we want to know how many people are looking down the blog post
and how many people are just opening it and then leaving. We don’t know. So the duration and the scroll reach can both
help us to work out who’s actually coming into the blog post and then
leaving straight away and who’s actually coming in and reading it. So
what we can then do is categorise people as readers of the blog post
or not. So we’ve got the scroll reach and the page,
which is very beneficial, which brings us on to also tracking form completions.
We’ve tracked sort of how far down a page people have got, but we can
also track the percentage of a form that they’ve filled in, the percentage
complete. We can track drop offs, so find out when they stopped filling it in.
We can also track any errors that we see with forms. All of these, you
basically fill out category and action and the other details if you need them,
and then fire that over to Analytics, and suddenly you’ve got a whole
host of extra information. There’s still more. We could be using event
tracking for additional ecommerce data. We could have things like
shipping details. We could also have the stock levels. We can even track the
price of the product and anything else about the product that we actually
want to capture and pull into Analytics. Analytics doesn’t have everything. If you’ve
got an ecommerce website, you’re getting all your credit card and your
transaction details in that particular platform, but you don’t get that
in Analytics. So if we can tie that data in and pull it into Analytics, then
we’re going to be able to make even better decisions about our websites
and improve the results even further. Some of the information will be relatively
sensitive. It could be that you want to pull in things like the mark-up or
sort of what profit you make on every product. If you were to do that, rather
than putting this code straight on the page itself, what you can
do is host it server side so that then users can’t break it down and have a
look at it, because that’s sensitive information, and you don’t really
want then to see that, especially as you’d be labelling your categories
and actions very clearly and labelling exactly what it is. Some of
this information we can put server side instead. So we’ve got stock, price. We can also have
payment type, just so that you can work out what works better, and also whether
the conversion rates differ between PayPal users compared to credit
card users. That can help you work out which ones are going to be more
successful. We can also look at seeing who’s been using
discount codes. These can help you work out whether or not the discount code
was successful, or even tying the discount code back to another . . . maybe
it was a discount code that you gave away in-store or over a TV advert.
If they’re then using that discount code and you can set it as an event,
you can then find out what those people were doing on the site, how they
got to the site, where they’re located, all sorts of Google Analytics
information you can then tie back to this particular type of user. We’ve also got additional things that people
have done on site. So it could be leaving a blog comment. Then another interactive
thing that you see on websites these days are reviews. Now, there
are two sides to review tracking. We’ve got the ecommerce aspect of
it. So we could say, “Well, this product has four stars. This product
has three stars.” So label each of the products with what reviews, star rating
they have. You can then use that star rating to break it down and say
customers are more likely to buy a five star product than a four star. Or it
might be the other way around. So you can find your conversion rates and
see how much they differ, and you can also then maybe split test between showing
the results and the reviews and not. Perhaps if they’re low enough, you
might not want to show them. So we’ve got reviews per product, but you
can also track reviews being left. So products and reviews left. So there
are two different sides to it. There’s what people are doing on site, and
there’s what information is already there. There are also things like, if somebody’s
looking at a product, you might want to make a note of the size of the product,
for example, and find out the flexibility or the options that people
are willing to change to see which ones go best. We can also change that.
We’ve got lots of ecommerce data there. What we can also do is something completely
different. We can take an external reference, an external piece of information
and put that in. We could label our pages if you wanted, but that’s
probably better done with custom variables. But here, we might want
to pull in information. So a couple of popular things that allow you
to track rank. We’ve got an organic search that has happened, and then somebody’s
clicked on your result. Now, your ranking software, your rank tracking, they’ll
tell you that if somebody typed in that keyword, you’re fourth. But
when they actually click it, maybe on that occasion, due to their location
or their previous history, maybe you were shown second instead of fourth.
You don’t know from rank tracking software where you exactly were when
somebody clicked it, whereas you can get that information with Google Analytics. So you put an additional bit of code on the
page, and then you can see, when somebody’s typed in an organic keyword,
where you were for that keyword. We then use a label field for the
landing page, and the value field would be the rank. So if somebody was
in first, then the value would be one. So that’s an example where the value
doesn’t have to represent a numerical or a monetary value. It can be anything
you want. So we’ve got rank tracking. Other things that you could be tracking, if
you’re really into doing a lot of SEO and you want to see the results of
different types of pages, perhaps you could label your pages based on your SEO
score, a sort of number given to you by tools such as SEOmoz tools. You
could label each of your pages with what your SEO score is, and then find
out which ones are performing better than others. Maybe you would find out
that anything with a score less than 40 doesn’t bring in much organic
traffic, whereas those above would. That’s a very external piece of information.
So any SEO data that you want could come in. It could be link data from
Majestic perhaps. It could be anything. Pop that in as an event. It could
be a static one for the page, or you could pull it in dynamically if the
information changes regularly. Then you can start to cross-reference that
with your Google Analytics traffic and activity data. Another really interesting one that you can
use would be to track game activity. So if you’ve got games on your site,
then you could be tracking things like which games. You could also be
tracking levels reached and also the score that users get. So if you’re tracking
the score, you can start to work out how well people do and also where
they drop off. If they drop off when they get to Level 5 of a particular game,
or whether they often drop off when they’ve reached sort of 20,000 points
and they can’t see where to go from there. There are some really interesting pieces of
data you can get from that. Now you might have that data reported in a games,
sort of, software separately, and you might get that there. But to be able
to tie it back and see, well, people coming in from this particular referral
site then spend a lot of time playing games can really help you work
out what’s working and what’s not. Also, some of this can be used for split
testing as well, just to see what’s successful and what’s not. So that’s some ideas. That’s literally a few
minutes’ worth of ideas. Your website will be quite different. Every website
will have its own set of events to track. But I wouldn’t recommend
that you track everything for every website. Some of these you’re going
to be able to make informed decisions off the back of, and some of them
you’re not. Some of them won’t actually mean much to your actual website.
So work out which ones are going to be beneficial to you, which ones you can
actually do something with, and then implement the code for that. This is an example of the sort of structure
for an onClick piece of event tracking code, but as you can tell, some of
these won’t be an onClick function. Some of them are dynamic. Some of
them will be server side. So there’s a lot of different ways that you could
use event tracking. Some of them more complex, but it can be very simple. If you’ve got a PDF on your site, for example,
you take this piece of code, you put in your category, your action, and
your label, and even the value, if you have one, and then you add that information
to the link. You just put that in around the HREF. So you’ve got
HREF=, and you’ve got your link stuff, and then after that you just pop in
this event tracking code. Then you have your anchor text, and then your link
is now tracked, and you will start to see data in your event tracking report
relatively soon. So hopefully that has given you a very good
overview as to what event tracking can be used for, why it’s beneficial,
and all sorts of different things that you could be doing with it. There’s
plenty more information on the Koozai blog and also on Koozai.com. If
you’d like to interact at all, then check out the profiles that are about
to come up on the screen. Thank you very much for listening.

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